PEP Changing Stations was borne of the insight that many South African men still view childcare as a woman's responsibility. To change this stereotype and empower the men who do show up as active father figures, we created the country's first Dad-friendly diaper-changing facility. Safe, sanitary, and easily accessible to fathers caring for their infants whilst on the go. As South Africa's foremost baby and homeware retailer, PEP was a fitting custodian for the positive image of fatherhood. More than 2 million dads were impacted by this campaign, both through our live Father's Day activation and the online family wellness resources we aggregated from experts in the field.
